Grimsby’s Young’s Seafood is bringing a bigger battered fish to the nation’s kitchen tables.
The company’s best-selling premium ‘Gastro’ range - where sales are now topping £70 million - has been expanded with the addition of Extra Large Battered Fish Fillets.
The UK market leader said it is designed to “replicate the generous portions of gastropub fish and chips” as the firm responds to shoppers looking for affordable restaurant-style products that they can enjoy at home. Young's cited YouGov research that shows 39 per cent of consumers are reducing the amount they dine out due to the cost of living.
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Sales of the brand are up 17 per cent on pre-pandemic levels, with almost one million new shoppers welcomed.
Paul Craft, chief commercial officer for Young’s owner, Sofina Europe, said: “The launch of our new Gastro Extra Large Battered Fish Fillets comes as an increased number of consumers look for products that are extra special and help to create a restaurant quality dining occasion in their own homes.
“As the cost of living crisis continues, we are going to see the dine out at home shopper mission becoming even more prominent, as consumers seek out affordable, everyday treats at a time when many are having to cut back on dining out.
“Our Gastro brand has already brought restaurant quality seafood to the kitchen tables of Britain, and we wanted to expand the range to help consumers find even more delicious options for both mid-week meals and weekend occasions.
“Gastro Pub fish and chips is a classic British staple and with the launch of these new products, consumers can now enjoy a high quality eating out style experience in the comfort of their homes.”
The additions are available in cod and haddock, with recommended retail prices of £5.50 for the two-fillet pack.
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